Which of the following statements about the economic value to the customer (EVC) is FALSE? a. EVC for a product is estimated compared with an existing product used by the customer. b. Companies generally attempt to price products to match EVC. c. EVC may be different for different customers. d. EVC is the maximum customers should be willing to pay. e. EVC is calculated as the total life cycle cost or cost of ownership over the entire life of a product.